The Masterbrand Mandate Upshaw, Taylor
Tytuł: The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value
Autor: Lynn Upshaw, Earl L. Taylor
Wydawca: Wiley, John & Sons
Wydanie: 1
Rok wydania: 2000
ISBN-13: 9780471356592
Okładka: twarda
Liczba stron: 336
Stan
Książka wygląda jak nowa.
O książce
"The Masterbrand Mandate is on the money-literally and figuratively! Both visionary and practical, it successfully tackles the modern challenges of brand-building head-on. This book is an invaluable guide for designing breakthrough brand strategies in the new economy." -Kevin Lane Keller
Spis treści
About the Book ix
Chapter 1 Built to Change 1
Part 1 Mandate: Build the Customer's Community
Chapter 2 Grow the Masterbrand Community 27
Chapter 3 Interactivate the Brand.comm 59
Chapter 4 Extend the Online Community 89
Chapter 5 Masterbrand: Sun Microsystems 109
Part 2 The Inside Job: Coach the Customer's Team
Chapter 6 Coach the Customer's Team 121
Chapter 7 Organize to Brand-Build 151
Chapter 8 Masterbrand: Charles Schwab & Co. 177
Chapter 9 Unify the Diverse Community 187
Part 3 The World Outside: Maneuver the Masterbrand
Chapter 10 Outbrand the Competition 213
Chapter 11 Masterbrand: America Online 243
Chapter 12 Interglocalize the Masterbrand 253
Chapter 13 Moving Forward with the Mandate 273
Epilogue 295
Endnotes 297
Additional Sources 305
Acknowledgments 309
Index 311
About the Authors 323